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Why TruChoice?

Because the financial landscape is changing.

At TruChoice Financial Group, LLC (TruChoice), we understand you must incorporate multiple avenues to reach clients and prospects; therefore, marketing means more than just an off-the-shelf seminar. We respect that your clients need multiple product solutions, and that product selection is not one-size-fits-all.

We believe TruChoice is uniquely prepared to help you navigate the changing financial and regulatory landscape, thus better positioning your practice for growth. Most importantly, we realize you have choices in the products you offer and those you choose to work with; we have to earn your business daily.

For more than 110 years collectively, our founding member-firms – American Financial, Ann Arbor Annuity Exchange, GamePlan Financial Marketing, and The Annuity Store – have wholesaled fixed index annuities, life and long term care insurance. Now we have joined forces to leverage our resources and experience with one goal in mind: To accelerate the growth of your practice and help you attain new levels of success.


We are not new to the industry. We have a solid wholesaling pedigree that dates back to the days of old. We were there in the 1980s when universal life insurance was all the rage. We were there in the 1990s when the first fixed index annuity appeared. Over the decades we have learned what works and what doesn’t. We are trusted by many of the industry’s most successful financial professionals and most established carriers. In 2017, altogether we helped place over $2.4 billion in fixed annuity premium and over $23.3 million of life insurance premium.


Our leadership team relies upon a consultative team of retail financial practitioners. Since they each have their own financial retail practices, they live in your world! Like you, they serve hundreds of clients and collectively manage over $100 million in client assets. As a result, at TruChoice we have built a financial professional-centric culture. We know how difficult it is to get a new client, and we want to be responsive to your needs and make sure you have the tools and resources you need to close the sale.


Our solutions are built by our retail-oriented leadership team and our top producers. They are field-tested, not just based on theory. The combination of marketing solutions, product options and experienced wholesaling professionals we use is unrivaled in the industry. You can be sure we provide the products, carriers and service you and your clients need. Whether you are a registered representative, investment advisor, or an insurance professional – we have solutions for your practice.




Since 1993, American Financial Marketing has endeavored to provide hard work and ingenuity plus proprietary analytics tools to identify potential solutions, all while helping you execute the plan with unparalleled back office support. Every day we roll-up our sleeves and put into action common sense solutions and innovative thinking to help our financial professionals assist their clients in achieving the American Dream.

Learn more at https://www.afmus.com



Founded in 1990, Ann Arbor Annuity Exchange (AAAE) is one of the oldest and most well-respected FMOs in the industry. AAAE can help you get in front of more prospects, develop new clients, and improve your operations by leveraging a long list of compliance-friendly marketing and sales solutions. We were built on producer relationships and continue to use our unmatched service model to allow you to focus on what matters most: helping clients achieve their retirement goals.

Learn more at http://www.annuity-exchange.com



Since 1992, GamePlan has been a top-producing Financial Marketing Organization, helping thousands of producers write billions of dollars in insurance business. Mergers in 2014 and 2016 with Allegiance Marketing Group (AMG), 3-Mentors and Roster Financial strengthened us even further, creating an incredible opportunity to offer even better service to financial professionals across the country.​

Learn more at https://www.gameplanfinancial.com



The pace of today’s business demands real-time case information at the touch of a button. INFORCE Solutions is thrilled to be able to provide this kind of cutting edge efficiency to your insurance marketing organization – and your producers. Less time spent on tracking down requirements and information means more time spent with clients! Working with INFORCE Solutions can help make you more efficient, more responsive and more successful!

Learn more at https://www.myinforcesolutions.com



Established in 1987, The Annuity Store (TAS) is one of the nation’s leading field marketing organizations for independent financial professionals. We have been pioneers in developing, training and marketing fixed index annuities.​ Our mission is to build enduring relationships through training, personalized service, sales support, simple business building practices, and quality products.

Learn more at https://theannuitystore.com/

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